For Netflix’s Future, Look to Canada

Netflix is a company famous for its A/B testing. It constantly tries new features and interface tweaks in the wild, serving them to a small subset of users. However, in recent months, Netflix added a special C test to its repertoire: New features are regularly rolled out in Canada first before reaching the U.S.

Case in point: When we wrote about its plans to ditch the Instant Queue earlier this week, a Canadian reader informed us that he never even had the queue to begin with. Instead, he’s presented with a catalog-centric user interface that offers access to genres, newly arrived titles and a “Taste Profile,” which offers access to personalized recommendations. The “Add to instant Queue” button is also missing from individual release pages. (Check out the screenshots below for a detailed look at the Canadian Netflix interface.)

We asked about the lack of an Instant Queue in Canada, and Netflix VP of Corporate Communications Steve Swasey acknowledged via email that it doesn’t exist up north. “The Queue was created for DVD rentals and is not necessary for instant watching,” he wrote, adding: “Netflix members on a pure streaming plan in the U.S. still have a Queue as it was grandfathered in.”

Another feature first introduced in Canada was the new streaming interface for the Nintendo Wii. Upon launch of the service in September, Canadians were able to search and browse the entire Netflix catalog on the Wii. Netflix ended up rolling out a similar interface, combined with disc-free streaming, a month later in the U.S.

Netflix Chief Product Officer Neil Hunt went on the record about the company’s extensive A/B testing last week. Asked on Quora what kind of features Netflix evaluates this way, he said:

“Short answer — almost everything. The most visible test at present is between three quite different user-interfaces on the PS3 streaming application. We also tested some variations on UI for iPhone, and there are some interesting website UI variations in the pipeline.”